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Core disciplines: Corporate communications, Experiential marketing, Public relations (PR), Social

One of the Top 30 most viewed agencies for 2016

Martell introduces
'The 4th Course'


Challenge

Martell, the oldest of the great cognac houses, was founded by Jean Martell in 1715 at the height of French art de vivre, when gastronomy, taste and craftsmanship were celebrated and enjoyed with style.

To continue this tradition and engage new consumers, Lexis was tasked with making Martell synonymous with ‘after dinner’ through its gastronomically led occasion, ‘The 4th Course’.  A play on the French Café Gourmand serve, the concept replaces coffee with a neat Martell Cognac served with simple sweet or savoury food pairings.


Solution

To introduce the ‘The 4th Course’, Lexis hosted an interactive masterclass event at Malmaison, in Central London, with blogger and cordon bleu trained chef, The London Foodie. The masterclass taught media and influencers how to create perfect 4th Course food pairings to enjoy over the Christmas break.

The pairings were positioned as the perfect accompaniment to the post-dinner drink, with all pairings designed to enhance the harmonious blend of fresh citrus and pear flavours, wood and spice notes and velvety texture of Martell VS. The key proposition being ‘simplicity’, leaving the person free to indulge in the special moment of the evening when conversation flows freely after dinner and great ideas begin to form.


Results

14 media and influencers attended the event, with notable titles including Wallpaper, Sunday Express and Luxurious Magazine – generating 12 pieces of coverage with a total reach of 197, 715. The coverage naturally supported the brand’s rich cultural heritage and association with extraordinary food and prominence as the ‘after dinner’ drink.


"The masterclass taught media and influencers how to create perfect 4th Course
food pairings to enjoy over the Christmas break."

 

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